Press Release

FOR IMMEDIATE RELEASE:
Contact: Jennifer de Vallance (202) 395–6618 / Erika Batcheller (202) 828–8821
January 23, 2003

(Washington, D.C.) - The Office of National Drug Control Policy (ONDCP) today announced the launch of two new sets of advertisements, premiering during the Super Bowl and pre-game show, designed to further educate Americans about the risks of drug use. Two of the ads aimed at teens are a response to research showing that American youth want to be provided with the facts about marijuana. A second pair of ads will follow up on the groundbreaking spots linking drugs, terror and violence that were released during last year's Super Bowl. The ads are part of the ONDCP's National Youth Anti-Drug Media Campaign, which is designed to help America's youth reject illicit drugs.

The new marijuana spots are part of a hard-hitting campaign that launched in October and aim to provide teens with real-world examples of what can go wrong when they use marijuana. "Pregnancy Test" focuses on teen pregnancy and highlights the fact that marijuana can seriously impair judgment and lead to risk-taking that has serious long-term negative consequences. "Roadside Memorial" highlights the tragic consequences of drug-impaired driving. The spots, created by McCann-Erickson in conjunction with the Partnership for a Drug-Free America, will also appear on a wide variety of network and cable channels.

"This campaign is designed to show teens some of the ways that using marijuana can cripple a young person's future," said John Walters, Director of National Drug Control Policy. "The fact is that teens who use the drug are more likely to take risks that can gravely affect their lives and the lives of others. The prevailing belief that marijuana is a harmless drug is simply wrong."

The second pair of ads, entitled "Subway" and "Office," were created by Ogilvy and Mather under the umbrella of the successful Drugs and Terror campaign that launched during last year's Super Bowl. Part of a continuing effort to inspire national dialogue about the connection between drugs, terror and violence, the spot illustrates the sobering point that drug use has social consequences far beyond those that affect the individual user and his or her family. The ads challenge potential drug purchasers to examine the wider implications of their actions.

The new ads have been extensively tested with target audiences. To view the ads or learn more about the Campaign, visit www.MediaCampaign.org beginning Sunday. For more information about marijuana, teens should log onto www.Freevibe.com. Information for parents and other adults can be found at www.TheAntiDrug.com.

In 1998, with the bipartisan support of Congress and the President, ONDCP created the National Youth Anti-Drug Media Campaign, an effort designed to educate and empower youth to reject illicit drugs. Counting on an unprecedented blend of public and private partnerships, non-profit community service organizations, volunteerism, and youth-to-youth communications, the Campaign is designed to reach Americans of diverse backgrounds wherever they live, learn, work, play and practice their faith.